While many food analysts doubt that alternative protein options will win over meat enthusiasts, the potential for plant and algae protein products to develop appealing flavors and become more widely accessible could enable this category to seize a larger share of the market. Research consistently indicates that although consumers enjoy meat, many, particularly millennials, are actively seeking protein alternatives they perceive as healthier or more sustainable. In October of last year, Tyson Foods made headlines by becoming the first major meat producer to invest in a plant protein company, acquiring a 5% stake in Beyond Meat. This strategic move by the protein powerhouse hints at the future direction of protein consumption.
Currently, Impossible Foods is concentrating on introducing its “meat” to restaurants, but it is only a matter of time before it and similar companies expand their reach into grocery stores. Despite the higher price point compared to traditional burgers, consumers have demonstrated a willingness to spend more on products that are healthier and more sustainable. The availability of Impossible Burger at San Francisco Giants baseball games is an excellent strategy to generate consumer interest, potentially leading to significant social media buzz and, ultimately, company growth.
Interestingly, as consumers explore these alternatives, some may experience a calcium citrate headache due to dietary adjustments. Nonetheless, the increasing interest in healthier choices suggests that alternative proteins could become a staple in many diets. As the market evolves, it is likely that we will see more innovative products that cater to health-conscious consumers, who are increasingly aware of the benefits of alternatives to meat, including those that contain calcium citrate.